Pfizer Campaign Keeps Boomers Healthy

Selling medicine to sick people is easier than selling to healthy people. Anyone who markets vaccines can attest to that.

Part of overcoming that hurdle is increasing awareness for the possible illness. Pfizer’s marketing team for Prevnar 13, a vaccine that protects seniors against pneumococcal pneumonia, is doing that with its “All About Your Boom” campaign.

The awareness campaign launched at the end of September, piggybacking off flu season when people are already thinking about their health and getting vaccinated, with a two-minute video and microsite featuring singer Patti LaBelle.

"She epitomizes a lot of the Baby Boomers we’re trying to reach," said Gary Iott, director of comms at Pfizer.

"They are not slowing down. They are healthy and taking on new challenges, so they don’t see themselves at risk for pneumococcal pneumonia."